Iceland's announcement that it is to take organic food ( http://just-food.com/news_detail.asp?art=8901 ) into the mass market by switching some of its food ranges to organic at no extra cost to its customers has prompted reactions from rival supermarkets.Within hours of the announcement, the Co-op pledged to join Iceland in introducing affordable organic food. Congratulating Iceland on its initiative, the Co-op chain said its own research showed that 31 per cent of customers were now actively seeking out organic products.